Save Article

To Persuade People, Tell Them a Story

Narrative Is a Powerful Way to Get a Message Across.

By

Dennis Nishi

Nov. 9, 2013 8:45 p.m. ET

Paul Smith had 20 minutes to sell the CEO of Procter & Gamble, and his team of managers, on new market-research techniques for which Mr. Smith's department wanted funding. As associate director of P&G's market research, Mr. Smith had spent three weeks assembling a concise pitch with more than 30 PowerPoint slides.

On the day of the meeting, CEO A.G. Lafley entered the room, greeted everybody and turned his back to the screen....